CEO of iResearch Services, a global thought leadership agency that focuses on evidence-based research to power thought leadership campaigns. Narrowcasting is proof that bigger is not always better.

SINCE time immemorial, the universe has been exposed to broadcasting of messages and information dissemination as an essential tool of mass communication as compared to narrowcasting. In fact, the ...

It wasn’t quite tea and a Madeleine, but last week’s Entertainment Matters/YouTube keynote at the Consumer Electronics Show conjured remembrances of things past. One thing, anyway. Robert Kyncl, ...

Broadcasting your content to a large audience in the hopes of getting some small portion to convert is not a particularly successful technique in today’s digital marketing world. While the “spray and ...

It has been a challenging year. We have taken a cautious approach to investments, and it has worked in our favour, said Shashi Sinha, CEO, IPG Mediabrands Talking about the agency’s approach, both ...

Most mainstream media pundits dismiss the narrowcasting concept, and deride open narrowcast licences, particularly the low-power one-watt FM variety, as not being worth the paper they're written on.